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Examining The Structural Relationship Between Destination Image, Tourist Satisfaction, and Destination Loyalty: A Case of Tourism in Kab. Garut
Yegi Esarianita (2018) | Skripsi | Manajemen
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This study studies about the relationship between the image of the destination, tourist satisfaction, and loyalty of tourist destinations that visit and travel in Kab. Garut. This study involved 300 respondents to participate in this study. The purpose of the holding of this research are: 1) To know the perception of tourists to the image of tourist destinations Garut; 2) To analyze the relationship between destination image, tourist satisfaction, and destination loyalty; 3) To analyze the direct and indirect effects between destination image, tourist satisfaction, and destination loyalty; 4) last, to know the difference of the perception of tourists to the image of the destination through the frequency of visiting tourists. This study uses several analyzes to achieve these objectives, including, descriptive analysis, factor analysis, SEM-PLS, and multi-group analysis. The results show that, 1) the perception of tourists towards the image of Garut is quite high; 2) There is a positive and strong relationship between the three variables; 3) There is a direct influence between the image of the destination and the tourist satisfaction, and the satisfaction of tourists with destination loyalty; 4) Finally, There is a difference in the perception of tourists towards the image of the destination in terms of frequency of visiting. Keywords: Destination Image, Tourist Satisfaction, Destination Loyalty.